Brandi Klassen of Marshfield holds her son Blake, 1, as he greets “Doc” between wagon rides in downtown Montpelier during Flannel Friday festivities in the Capital City.

The day after Thanksgiving is the traditional start to the holiday shopping season and a day many spend at the mall or big-box stores. In an effort to persuade shoppers to spend their money closer to home, merchants in downtown Montpelier have developed a local alternative to Black Friday and dubbed it Flannel Friday. Shoppers wearing the classic Vermont attire were treated to sale prices and specials at many stores. Above, Brandi Klassen, of Marshfield, holds her son Blake, 1, as he greets Doc between free wagon rides. Left, employees and customers, many clad in flannel, watch as Myra O’Neill, of Somerville, Mass., spins the Wheel of Deals at Onion River Sports. Below, Skip, the Vermont Mountaineers’ mascot, sports his flannel shirt while crossing the street Friday in Montpelier. Barre merchants get into the act today with a downtown open house and a full day of festivities and shopping.